Why This Entrepreneur Assumes Nothing and A/B Tests Everything

An A/B test (or split test) is a common method used to improve your website, ads, or any other digital property where you can measure performance. You simply pit variant A against variant B (all other conditions being equal), and see which one performs better.

Instead of assuming what color, copy, or layout might work better, it’s a data-driven way of choosing which changes you stick with and which ones you scrap.

Megan Bush is the co-founder of Kopari Beauty, 100% organic coconut beauty products, and attributes a large part of the company’s growth to relentlessly conducting these tests.

On this episode of Shopify Masters, you’ll learn how she goes about A/B testing every aspect of her site.

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